Earth Hour

Brand Guidelines
1 About the Earth Hour Brand Guidelines
Earth HourTM is a non-profit entity owned jointly by WWF-Australia,
Fairfax Media and Leo Burnett.

The Earth Hour brand is trademarked worldwide and licensed for use
by authorised organisations, delivering the Earth Hour project.

This set of Earth Hour Brand Guidelines outlines how the Earth Hour name
and logo should be used across all mediums.

The guidelines are to be adhered to in all forms of internal and external communication,
without exception, as part of the Earth Hour brand licensing arrangement.

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2 Earth Hour Logo
Using the Earth Hour logo correctly (that is, in the correct format, size and
in the correct location) helps to protect its integrity.
There are three versions of the Earth Hour logo: standard colour logo;
“stacked” colour logo; black and white logo.

All versions of the logo are trademarked and the TM version should always appear.
Logos are available in EPS and JPEG format on the Intranet.

Preferred version

50mm

Standard colour logo Black and white logo used only “Stacked” colour logo used
when colour printing is not available. only in newsprint under 50mm
in size.

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3 Logo Specifications: Background, Colours, Correct Usage
The logo should never appear over a different coloured background
other than black. It must not sit over a photographic image or illustration.

It must not be altered/stretched/rotated or manipulated in any way.

The Earth Hour text must always sit underneath the 60 as a unit.

Correct usage Incorrect usage

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4 Logo Specifications: Clear Space
The logo must always have “clear space” around all edges to retain its strong visual impact.
Newsprint
No other graphic element, copy or image may cross into this space.
For logo requirements
Minimum size under 50mm in height,
This area is measured by an “X” height. The “X” height is the height of the “Earth Hour” logo.
use “stacked” words
is 25mm
in the logo. An equal space of 2.5X surrounds the logo. .
The minimum size is 25mm high.

Sizing The logo may be used in different

sizes, however the size must be relative in
scale for the execution. When using
the Earth Hour logo, minimum size
recommendations apply.

Clear space Area marked 2.5x is the

minimum area that must be clear and
always black.

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5 Logo Specifications: Languages
Versions of the Earth Hour logo containing the words “Earth Hour”
in languages other than English are permitted. The font used in the Earth
Hour logo is Trajan, however a similar-looking font can be used if required.

Brand guidelines must still apply to non-English versions of the Earth Hour logo.

Earth Hour China logo

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10 Earth Hour Fonts
Helvetica (Bold, Medium and Light) and Arial are the two ABCDEFGHIJKLMNOPQRSTUVWXYZ
typefaces to be used for Earth Hour collateral. Abcdefghijklmnopqrstuvwxyz
Preferred font is Helvetica, especially in artwork, but Arial can
0123456789!?,$ $ & ™ @ ® ©
Helvetica Bold
be substituted if Helvetica is not available.

For Headlines ABCDEFGHIJKLMNOPQRSTUVWXYZ

Helvetica/Arial Bold
Abcdefghijklmnopqrstuvwxyz
For sub headings and body copy 0123456789!?,$ $ & ™ @ ® ©
Helvetica Bold, or Helvetica Medium
Helvetica Medium, or
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
For body copy Abcdefghijklmnopqrstuvwxyz
Helvetica Medium when 0123456789!?,$ $ & ™ @ ® ©
reversed on black, or Helvetica Light
Helvetica Light when
text is on a white background, or
Arial

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 Primary colours
11 Earth Hour Corporate Colours
Earth Hour’s two primary corporate colours are black and white for collateral.
Tints should not to be used. On a black background type is to be white,
and on a white background, type is always black.

Additional colours
When developing artwork for Earth Hour, the two primary colours should
ideally be used. If additional colours are required, secondary colours of
orange and blue can be used (see right).

Using less black in printing

Large areas of black when printing can be problematic – it uses a lot of ink,
is hard to recycle and often requires “heat drying” which uses excessive energy.
Secondary colours

Orange
Spot: Pantone 159
Process: C0 M70 Y100 K11
Web/Screen: R198 G96 B5

Blue
Spot: Pantone 299
Process: C87 M18 Y0 K0
Web/Screen: R0 G163 B221

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